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The Influence of BTS Brand Ambassadors ON Product Purchasing Decisions at Tokopedia with Electronic Word of Mouth as a moderating variable. For FEB students in the management study program class of 2019
Last modified: 2023-12-18
Abstract
This study aims to analyze the effect of the BTS Brand Ambassador on product purchasing decisions at Tokopedia with Electronic Word of Mouth as a moderating variable. For FEB students in the 2019 management study program. The type of research is Explanatory Research, the data collection method uses a questionnaire with a sample of 89 respondents and uses a purposive sampling technique. Data analysis used multiple linear regression with Moderated Regression Analysis (MRA). The results of the study show that Brand Ambassador has a positive and significant effect on Purchasing Decisions while the interaction of Brand Ambassador Variables with Electronic Word of Mouth is not able to moderate the Purchasing Decisions.
Keywords: Brand Ambassador, Electronic Word of Mouth, Purchase Decision
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